Scandinavian Design Group

XR

Background

Swedish Match is the Swedish market leader in the snus category with well established brands like General, Göteborgs Rapé and Catch. The fierce competition from both premium and low-price snus calls for continous innovation to maintain the target group’s interest in the brands. But the effect usually only lasts for a shorter period, and that is why Swedish Match decided to create its own mid-segment, using the power and leverage of its existing premium brands – one of the biggest innovation projects in Swedish Match’s history. In competition with other agencies, we were finally assigned to help Swedish Match create a concept to match the vision.

Challenge

The task was complicated but at the same time straight forward: create a completely new brand with its own attributes that enhances the existing brands when the two are combined.

Solution

XRange is hard to define, but signals something new and exciting and has a strong visual impact. It creates a context of mystery and added attraction to the classical brands and assures the consumer of the high product quality.

Result

XRange is a very successful product launch and has created a new category that effectively defends Swedish Match's position as the progressive market leader.